3. What is the marketing mix?

This is the combination of marketing inputs that affects customer perception, motivation and behaviour. Often
referred to as ‘the 7 Ps’, the mix consists of Product, Price, Promotion, Place, People, Process
and Physical evidence.

5. How do we identify and anticipate customer and consumer requirements?

6. Why is our logo so important?

It is not just the logo that is important. A logo is an important element of a brand. Nowadays, a brand is a
symbolic embodiment of all the information and attributes connected with an organisation or product.

A brand is a kind of mental shorthand that gives you a picture and an understanding of what an organisation
or product is and stands for.

It typically includes a name, logo and other visual elements, such as images, fonts, colour schemes and
symbols. It sometimes also includes a strapline – for example, ‘the world’s favourite
airline’.

7. Why do we need strong brands?

8. I don’t work in the marketing department, so how does it affect me?

It’s not necessarily so much the marketing department that affects you as the implications and ethos of
working in a marketing-oriented organisation. If your organisation is truly focused on its customers and
consumers, then every action taken by each individual can rightly be challenged by the question, ‘What
impact will it have on our customers and consumers?’

However, in organisations where there is not a strong marketing orientation there can sometimes be a
disconnect between what the marketing department asks for and what the operations or manufacturing
department can deliver.

In such organisations, it is vital that a regular dialogue is developed between the marketing department and
other departments in order to ensure mutual understanding of what is and is not possible at any one
time.